How does it work?
Success is built on a knowledge base of what worked -
and what didn't.
Case Studies: Traffic Building
Executive Briefing
Traffic building is, quite simply, convincing your audience members that it's worth their while to show up wherever it is you want them to be. To do that successfully, you have to meet two objectives. First, you have to know your audience members and their hot buttons. Second, you have to convince them that you will deliver on your promises.
Client
I recently worked with a consulting firm that specializes in supply chain performance. In their business development efforts, the company decided to leverage the imminent dominance of RFID technology to connect with CEOs, CFOs, CTOs and other top-level decision-makers. The plan was for the consulting firm to hold an invitation-only executive briefing on RFID technology that would allow the consultants to demonstrate their expertise in front of prospective new clients.
Challenge
C-level executives are extremely difficult to reach. First, there is the monumental task of getting past their executive assistants, part of whose job is to screen the communications that come in to his or her boss' office. Second, convincing these CXOs to add an executive briefing - from a company they may never have heard of - to their schedules is another difficult task. Last, many of the companies competing for the attention of these high-level decision-makers have ample budgets and are able to court these executives with elaborate three-dimensional mailings, gifts, and meetings held at prestigious hotels and clubs. In comparison, my client's promotional dollars were very limited.
Solution
To get our invitation past the executive assistant, this traffic building direct mail package used Monarch-size stationary designed to look like the personal business stationary of the CEO of the consulting firm. A live first class stamp was hand-affixed to the outer envelope. Inside the mailing was a 'personal' letter from the consulting firm CEO 'personally' inviting the targeted executive to the briefing. A more traditional four-panel/one-fold invitation was also included. To add to the importance of the event, we branded the early-morning meeting the 'RFID Wake-up Call.'
Result
The combination of a topical subject and the persuasive power of a CEO-to-CEO appeal resulted in an 18% response.